Dr Christian Martin, Lecturer in Marketing at the School of Business, has co-authored a conference paper with Pia Furchheim (University of Lausanne, Switzerland) and Felicitas Morhart (University of Lausanne, Switzerland).
The paper, which is entitled ‘Introducing the Green Materialist - A Segmentation Analysis of European and North American Consumers’ was presented at the 15th conference of the Swiss Psychological Society.
In the paper, the authors identify a unique consumer segment (i.e., Green Materialists) who value consumption but also try to protect the environment. The research shows further that Green Materialists differ from green consumers and from materialistic consumers in their consumption behaviour. Implications of the existence of Green Materialists for marketers and public policy makers were also discussed.
Christian lectures across different modules in Marketing. His teaching interests are consumer behaviour, research methods, branding, and international aspects of marketing.